Let's Talk Loyalty

Shirley King has been designing, developing and building loyalty programmes for a luxury boutique hotel brand within IHG Group, including the "Kimpton Hotels Inner Circle" as well as the "IHG Rewards Club" for over twenty-five years. In this episode of Let's Talk Loyalty, we discuss some of her award-winning programme elements, key principles of creating extra-ordinary experiences for top tier members, as well as some exciting and inspiring updates for her career at a very challenging time for the travel industry globally. Show Notes:1) Shirley King - Loyalty Program Manager, IHG Rewards Club & Kimpton Inner Circle2) Kimpton Boutique Hotels 3) Skift - Daily Travel Podcast 4) The Points Guy5) One Mile at a Time6) Flyer Talk 

Dell is one of the world's best known computer companies, positioning itself as "powering the next technological revolution". With a laser focus on driving clear and measurable business outcomes, Dell's Mitch Kennedy discusses his insights on the impact of transactional rewards, the power of gamification, the importance of understanding human psychology as well as the increasing importance of the Advantage Rewards program and loyalty initiatives in Dell worldwide. This episode is sponsored by Epsilon.Show Notes: 1) Mitch Kennedy: Global Loyalty Strategy Lead, Dell 2) Dell Advantage Programme3) Book: Drive: The Surprising Truth about What Motivates Us by Daniel Pink 4) Book: Actionable Gamification by Yu-Kai Chou 

As a loyalty expert based in India, Kunal Mohiuddin has an extensive career as a loyalty practitioner, building innovative loyalty technology platforms and advising over fifty national and global programmes on their loyalty strategy along the way. Kunal is a colleague of mine within the "Customer Strategy Network" - a global network of freelance loyalty consultants each with a strong background as an independent loyalty practitioner and he brings a unique perspective from India. Truly a "global voice of loyalty".Listen to this week's episode of Let'sTalkLoyalty to hear some great case studies from Kunal's extensive career as well as his insights on new technologies driving loyal behaviour in the future. Show Notes: 1) Kunal Mohiuddin

Consumer behaviour is changing dramatically, and business models need to evolve to find ways to create loyalty even beyond loyalty programmes. One way is by incorporating a subscription model in your business, a model that drives commercial loyalty way beyond simply points or prizes. In this episode of "Let's talk Loyalty", I'm discussing how and why I'm subscribing for more products and how I'm seeing the model being used in new and unexpected ways.For businesses that can deliver superb experiences and/or increased convenience, a subscription business promises predictable recurring revenue and increased customer lifetime value. Listen to this episode to hear executives from Ipsos Denmark and their partners in Management Consulting firm Subscrybe explain the principles of success in subscriptions - creating both "reasons to buy" and "reasons to stay" and leveraging this "exploding" business model to create the ultimate loyalty with customers. Show Notes:1) Jens Dupont - Associate Director @Ipsos Denmark2) Peter Jakobsen - Senior Consultant @ Subscrybe3) Webinar: Subscription Principles4) Dollar Shave Club Launch Video5) Ipsos Research Papers: The Forces of Customer Experience; https://www.ipsos.com/en/forces-customer-experienceUnpacking product subscription models; https://www.ipsos.com/en-us/knowledge/consumer-shopper/unpacking-product-subscription-models

Dr David Cox is a loyalty expert and one of the few industry leaders who also boasts a PhD in loyalty marketing! In this episode of "Let's Talk Loyalty", we discuss key concepts in motivational marketing that drive powerful commercial results, particularly in the B2B sector. Having won multiple awards for driving loyalty for clients such as IBM and Lenovo worldwide, we discuss some of the most effective techniques they use such as the power of sport to connect with members, and the importance of localisation to get the best results. We also discuss some of the key trends in the loyalty industry emerging as a direct result of Covid-19, with plenty of insights and ideas that can help you to optimise any programme, whether B2C or B2B.Show Notes: 1) David Cox - CEO of Motivforce2) Motivforce 2020 Awards 3) Loyalty Magazine Awards June 2020 4) Loyalty Articles 

As the founder of Bain & Company's Customer practice, Rob Markey is the one of the world's leading authorities on customer loyalty, having co-created The Net Promoter System® - the industry metric and framework now used by more than two thirds of Fortune 1000 companies. Rob co-authored the best-selling book "The Ultimate Question 2.0" with Fred Reichheld, and he is now a keynote speaker, leader of the NPS Loyalty Forum and a podcaster on customer and employee experience. In this episode of Let's Talk Loyalty, we discuss the insights that led to the development of the NPS framework as our industry's most used (and abused) measurement tool, as well as how Bain and Company is currently advising its clients to more thoroughly measure, monitor and share customer health indicators in order to encourage a more "patient' approach from investors and management alike.Show Notes:1) Rob Markey: Customer Experience Transformations | Loyalty | Strategy & Marketing | Author | Speaker | Podcaster2) Rob Markey's website3) The Ultimate Question 2.0: Driving Good Profits and True Growth4) Net Promoter System: Website and podcast5) HBR 2003: The One Number You Need to Grow  6) HBR 2020: Spotlight Series - Articles by Rob Markey, Pete Fader and Dan McCarthy and Jack Brennan

Bryan Pearson, the former CEO LoyaltyOne is known globally as a leader in loyalty, retail marketing and analytics. He is also the author of the bestselling book "The Loyalty Leap: Turning Customer Information Into Customer Intimacy" as well as "The Loyalty Leap for B2B." He has also been awarded a lifetime achievement award by Loyalty Magazine as “Personality of the Year” in 2018.In this episode of Let’s Talk Loyalty, we discuss some of the key success factors for the coalition model for loyalty in global markets, as well as some innovative ideas emerging in the retail sector as we adjust to a new reality beyond the global pandemic.Show Notes:Bryan Pearson – Former CEO of LoyaltyOneBestselling book: The Loyalty Leap by Bryan Pearson – Amazon.comForbes articles by Bryan PearsonCase Study - Flâneur Wines in OregonThe Loyalty Report 2019 - https://info.bondbrandloyalty.com/loyalty-report-2019Brand Loyalty Article - 5 Key Insights about Gen z

This episode of "Lets Talk Loyalty" was inspired by some exciting ideas emerging from academic leaders who are increasingly helping investors to consider the future lifetime value of customers (not just historic revenues) when valuing a firm."Customer Based Corporate Valuation" (CBCV) is a concept developed and commercialised by Peter Fader, Professor of Marketing with the Wharton School at the University of Pennsylvania, together with Dan McCarthy to help investors and loyalty marketers apply ever more sophisticated financial models to our businesses to accurately understand the value of our customers as a strategic asset.These models are generating exciting insights for C-Suite Executives, and the episode discusses how we as loyalty marketers can ensure we educate our company leaders to appreciate and value the loyal customers and relationships we nourish. Show Notes: 1) Professor of Marketing, the Wharton School of the University of Pennsylvania 2) Dan McCarthy - Assistant Professor of Marketing at Emory University3) Leigh McAlister - Professor of Marketing - University of Austin 4) Harvard Business Review - Jan/Feb 2020 issue articles - "The Loyalty Economy." 5) Theta Equity Partners 6) Customer Centricity: Focus on the Right Customers for Strategic Advantage - 2012 Edition (New Edition Scheduled July 2020) 7) Bain & Co - How to Calculate Customer Value 

As the UK's largest broadcaster, Sky has access to some of the top entertainment assets in the world including The Premier League for football fans and the PGA Tour for golf lovers. Some years ago, the company recognised some key underlying challenges to retaining happy customers as they began to challenge how the brand offered preferential rates to new customers rather than existing ones. Many believed the brand wasn't being as loyal to them as they were to Sky!This insight allowed a fundamental shift in the business to firstly ensure a consistent product offering to customers but also add in a powerful programme to acknowledge customer loyalty, particularly over longer periods of time. With a clear intention for customers to feel loved, in 2017, Sky launched its VIP programme, the first tenure-based programme in the industry which continues to promise that "the longer you stay, the better it gets". From delivering exclusive live experiences for over a million customers a year, to now delivering even more extraordinary & innovative virtual experiences, Rob Chandler shares how Sky VIP is each day creating new and exciting ways to really say thanks to its customers.  Listen to this week's episode of "Let's Talk Loyalty" podcast for exclusive insights on loyalty long term as well as innovative loyalty ideas in lockdown. Show Notes:1) Rob Chandler - Head of Customer Loyalty - Sky UK2) All Customer's Are Not Created Equal - by Stan Phelps 3) The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition - by Gabe Zichermann

In the travel sector, a compelling loyalty programme can be a key differentiator for customers - for airlines, hotels and also for online travel agencies.ebookers UK was originally launched in 1998 as the UK's first online travel agency, adding the "Bonus+" programme in 2016. Listen to this episode of "Let's Talk Loyalty" to hear how ebookers.com has built a simple and generous loyalty programme - particularly focused on mobile users, along with insights on the KPI's they are measuring and how they're thinking about their members priorities amid Covid-19. Show Notes:1) Nicola Helfet2) ebookers.com 3) Bonus Plus Programme4) Boots Advantage Loyalty Programme 5) TK Maxx 'Treasure' - Retail Loyalty Programme